Asobi adds to traditional toy portfolio with Vilac deal

Firm bags exclusive distribution rights across UK and Ireland for French brand.
Author:
Publish date:
5_8609_HD.jpg

Asobi is looking to continue its successful run well into 2013, adding French brand Vilac to its portfolio.

The exclusive distribution deal covers the UK and Ireland and also includes Vilac's sister companies, Jeujura and Petitcollin.

The Vilac collection includes products for newborns up to five years+ and features musical instruments, rattles, pull toys, cars, games, ride-ons and role-play among others.

The Jeujura line, meanwhile, includes wooden toys and games, as well as construction toys that allow children to create their own buildings made from the wood found in the Jura Jeujura.

Petitcollin has been making dolls since 1860 and is now the only remaining doll manufacturer in France.

"The deal with Vilac marks a fantastic start to what I hope will be another significant year for Asobi," said Thierry Bourret, owner and founder of Asobi. "I am delighted that this traditional company have trusted Asobi with its beautiful collection of toys.

"I can't wait to present their unique and timeless toys, which I am sure will continue to create memories for children for another 100 years."

Cedric Pouthier, export manager for Vilac, added: "I am very excited about the distribution deal with Asobi. Thierry demonstrates such commitment and dedication to bringing traditional toys back to life and this passion reflects our own. It is a great fit for our brand."

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.

Related

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.